Leads nutrition serves to lead to the sale the contacts who have already shown interest in your company
Lead Nutrition is the automated sending of a sequence of content related to which the user showed interest a few days before. The goal of nutrition is to make Leads more ready to move up the sales funnel.
Did you know that most of the Leads from B2B companies are qualified, but are not yet at the ideal time to purchase? It is to stimulate the interest of those contacts who have already had an interaction and lead them through the sales funnel that Leads nutrition exists.
Do you want to understand everything about this strategy and how to use it to leverage your results? So this article was made for you. Read on!
The goal is to make Leads more ready to move to the next step in the sales funnel. They receive information that is in accordance with each of the stages of the Purchasing Journey: Learning, Problem Recognition, Solution Consideration and Purchasing Decision.
That way, the seller doesn’t waste time approaching contacts who aren’t ready to buy. He only gets involved when the Leads are really at an advanced stage, and the service becomes easier for the professional and less inconvenient for the contact.
Benefits of Using Leads Nutrition
The benefits of using Leads nutrition are visible: researches prove that the strategy can increase a company’s sales volume by 50% from online contacts. This at a cost 33% less than winning new contacts, according to data from Forrester Research. In other words: in addition to increasing opportunities and conversions, it ends up bringing down the Customer Acquisition Cost (CAC).
Get to know in detail the 7 main advantages of using Leads nutrition in your company:
Ease and save professionals’ time
As the process is automated (emails are pre-written and included in the system to be sent periodically to Leads with the same profile), it does not require the direct involvement of the Marketing and Sales teams in sending content suggestions to be accessed by Leads. This saves professionals time and makes the entire process cheaper.
Sending targeted and relevant emails
The fact that the submission is automated does not mean that the messages are generic. The emails are extremely segmented: the content is in accordance with what the user has downloaded from the site and the material is relevant to the moment, as the first message is usually sent one day after the user has downloaded related content from the website. company. Which means he’s still on the topic.
This precision in the content ends up guaranteeing better results in the engagement. A survey conducted by expert Dan Zarella found that the click-through rate rises considerably: from 3% in a normal campaign to 8% in a Leads nutrition campaign.
The seller will not have to worry about sending emails to keep in touch with these Leads throughout the days. Automated sending will play this role very well and prevent possible failures due to lack of time or forgetfulness of the professional.
Volume of opportunities
Since the campaign is produced only once for a certain group of Leads with a similar profile, the automatic submission allows these people to have close contact with the company for several days. The result, as Lahore smart city said before, is that the strategy ends up generating more opportunities for the Sales team. It bears repeating: with a well-crafted campaign, it is possible to increase a company’s sales volume by 50%.
Generates more qualified opportunities
As the content sent is intended to clarify some topics of interest to the Lead and to bring him closer to the company, the result is that the strategy ends up generating more ready and better-informed contacts about problems that the company’s products and services help to solve. That way, it’s much easier to sell to them.
Better and bigger sales
According to the Annuitas Group, Leads that were nurtured generate 47% more sales compared to those that were not. As they have more information about the advantages and how the product or service works, the potential customer sees clearly the benefits of the purchase and ends up acquiring more complete packages.
Ability to analyze the results and adjust the process
When carrying out a nutrition campaign, it is possible to have complete control over the results. Your company can measure which type of email has a bad conversion and rephrase the message or change the email sequence for better results.
How to Run a Leads Nutrition Campaign
First, identify what content your company already has (posts, eBooks, presentations, webinars, etc.) and how it can be leveraged in this process. The ideal is to think carefully about the emails and the sequence in which they will be sent from a specific offer that your company wants to publicize.
See below the points that need to be planned for the campaign to be well put together:
1. List what the main objective of the campaign is
Does your company intend to share information about how a specific software works? What offer, event or content do you intend to promote?
2. Determine who the persona is
What is the customer profile for each campaign? What is your position? What materials have you downloaded from the website?
3. Flag which trigger event is
What content should the persona (prospect customer) have downloaded to show interest in the software in question? Was it an eBook on Introduction to Email Marketing, for example?
4. Define which offers will be sent at each stage
This is the time to define what content your company has already produced that is interesting to draw the Lead’s attention in each of the steps:
- Learning – suggested reading of introductory eBooks on the topic is a good option;
- Problem Recognition – deeper content that leads to the perception of errors and opportunities, such as checklists, assessment tools;
- Solution Consideration – case studies, free diagnosis, solution assembly guides;
- Evaluation and Purchase – quotes, comparisons with competitors, free trial.
5. Evaluate the duration of the campaign and the interval between messages
Imagine that if the total sales cycle time for your product is 15 days, the ideal is to schedule the campaign to last 10 days, for example. This way, you can send 5 emails in total, sending them every two days.
6. Write the body of the email
Considering the logical sequence, it is interesting to mention some aspects of the previous email and demonstrate that the content is deepened with each message.
7. Create the messages in the system
After assembling the campaign skeleton and content, it was time to enter the messages into the system. In RD Station Marketing, you can create emails by accessing the following menu options: Relate > Email.
8. Assemble the nutrition flow
After crafting each message, you must create a nutrition campaign and identify the order in which they will be sent. Using RD Station Marketing to create a nutrition campaign, go to Relate > Marketing Automation.
This is a more basic way to start sending nutrition campaigns to your customers. The process gets more advanced as you are able to identify the various stages of Leads within the purchasing process and, according to interest (downloaded content), define different campaigns to be triggered for each group.
How to relate to disengaged Leads without harming your domain?
Every day more than 200 billion emails are sent around the world. As you read this article, 2,572,256 messages should be sent over the network, according to real-time statistics provided by the Internet Live Stats website. Of this amount, 67% is spam, meaning it is unsolicited Email Marketing sent to a large number of people or messages that are not interesting to the recipients.
One of the most relevant pieces of information to define whether the email will be delivered to the inbox or spam is the involvement of Leads with campaigns previously sent by the same sender. In other words: if the recipient did not open the previous email, it is very likely that the next messages from the same sender are not destined for the main box, but for the spam box or the promotions tab.
Points of Attention to Measure Lead Engagement
Email Marketing Open Rate is an unreliable metric to identify who is interacting with your emails. That’s because most email services can’t measure whether the recipient has read the entire content or just a word, and only consider an open campaign when the recipient authorizes the display of images.
Furthermore, there is no number that can be considered a rule to identify whether or not the Lead is interacting with your messages. Generally, companies typically analyze 3 key metrics to measure Lead engagement:
- Open and click rate of emails;
- Percentage of Leads requesting unsubscribe;
- Number of messages marked as spam (it is recommended to stay below 0.1%).
Having a cut-off criterion to consider who is inactive and monitoring the percentage they represent in relation to the base is essential to verify that the content and subject of the emails are in accordance with the interest and profile of the Leads and with the stage in the funnel of marketing where they are.
To facilitate the analysis: Behavior Score
To facilitate this analysis, we created a tool in RD Station that measures Lead engagement, the Behavior Score. It considers the Lead disengaged when it does not interact with the last emails sent via RD Station or whose origin is unknown (when a list is imported or the Lead is generated by an integration, for example).
The Behavior Score alerts about the number of Leads disengaged when the email is fired – but, even if it is not advisable, it is possible to force the sending to Leads that are not involved with the company’s messages.
Tests we’ve done here at Digital Results show that submissions made using the Behavior Score have a deliverability rate of 99.8% against 99.3% when the shots are made for the entire base and. Campaigns sent only to Engaged Leads also have an 11.3% higher open rate and double clicks.
Email to disengaged Leads can put your domain in a blacklist
The Internet Service Providers – such as Gmail, Yahoo and Hotmail – analyze a set of information to decide whether to classify emails as spam or deliver them in your inbox. One of the most relevant pieces of information is the involvement of Leads with campaigns previously sent by the same sender and the quality of that address book.
When emails sent from the same domain usually go to the spam box or when the emails are sent to addresses that do not exist (hard bounce), the email providers end up blacklisting that domain.
These lists group emails, IP addresses and domains considered to spread spam. Once on a blacklist, the provider refuses to receive messages from that domain, as it does not consider the address to be trustworthy. As a result, even those who interacted with your emails no longer receive them.
To remove an email address from a blacklist it is necessary to request the unblocking from the provider responsible for the list, however, the request is not always granted. Some lists do not have the option to release an email from the blacklist and others charge a fee to unblock it. Therefore, care is not enough!
How to securely engage your contact base
To increase the engagement rate of your email campaign and thus achieve the goal that triggered the submission – to nurture, sell, promote something or simply communicate with your base – you must make an interesting offer.
This offer (content or your product and business) must be aligned with the characteristics of the audience that will receive the email and have an adequate frequency.
To learn how to keep your Leads base engaged, we recommend reading the Email Marketing Guide eBook. To warm up Leads that are no longer interacting with your emails, the idea is that you perform the actions listed below:
Ask what content he would like to receive
The origin of a Lead is often very generic. He may have downloaded a funnel top eBook or signed up for newsletters. This contact alone is not enough for you to realize what the real interest of this Lead is. A welcome email, thanking the contact and asking what subject he is interested in, can be a good strategy to engage him.
Invest in paid media
Google Ads, Facebook Ads, Twitter Ads and LinkedIn Ads are great for engaging Leads. All these channels allow you to find you’re Leads from their email. The goal is to make the Leads perform a new opt in through a conversion, making your email valid.
Avoid group emails
Keep an eye out for temporary emails
Created just to fill out a form and access content, temporary email is a strategy used by people who are afraid of receiving unwanted messages or spam. To avoid this type of registration, notify the Lead that he will not receive spam or enter the opt in option.
Confirm Lead adhesion
Ask the Lead if he would like to receive emails from your company. Insert the opt-in field in the registration form and, from there, only relate to those who are interested.
Sanitize your email list
If your company is sending emails to addresses that do not exist, this indicates that the list is bad and the servers will not prioritize it, affecting the deliverability of your entire campaign.
There are several services that clean up mailing lists, such as Data Validation and SafetyMails, filtering out non-existent contacts. Also, remember to always delete contacts who have marked your messages as spam or who have asked not to receive your emails from the send list.
The American Outbound Engine conducted a survey to understand what people consider when opening an email or not. Most responded that the most relevant is the sender’s address, followed by the message subject. So, take good care of your domain’s reputation: send relevant and targeted messages, with adequate frequency and interesting subjects.
Communicating only with engaged Leads, deleting hard bounces from your email list and never sending messages to those who have unsubscribed are also powerful actions to avoid being labeled a spammer and ending up listed on a blacklist.
Email Marketing Checklist: What to Check before You Fire up Nutrition Emails
So, it’s easy to see the importance of Leads nutrition emails, right? And, for all that, it is essential to create and send them very carefully in order to avoid mistakes that could negatively impact your Inbound Marketing strategy!
Below is a checklist of what steps you should take to run an effective Leads nutrition campaign.
Planning a nutrition email stream is often a little more complex than promotional emails and newsletters. This is due to the fact that a stream has a greater amount of emails.
The first thing to do is give the stream a name. Then define which persona(s) it is aimed at, what stage of the buying journey these people are at, and what its objective is. Preferably, this information should be indicated in the name you choose. It is also important to define which trigger will start the flow, i.e. whether it will be activated by downloading an eBook, accessing the price page, etc.
Another aspect that needs to be defined in the planning is the amount of emails that will be in the flow and what the interval between them will be. This is important so that emails are not sent too often, overloading the Lead, or too little, disengaging it.
Finally, determine what the purpose of the flow is. It can be, for example, making the Lead move forward in the buying journey, recovering a lost opportunity in Sales, etc.
This is where you will produce the content of the emails. But first, create an outline: the text structure. One suggestion is to put in a document all the topics and content that will be covered in each email.
Then you can develop the texts for each email. Finishing the texts, think about different email subjects and choose the ones that are most attractive to your personas. Finally, proofread the texts to avoid grammatical errors.
3. Email Layout
It’s time to think about the “face” of emails. As we’re talking about nutrition emails, it’s very common for them to be text only. But depending on your market, image emails may be the best option.
If you opt for emails with a more complex layout, hire a professional or freelancer to develop the HTML layout.
But you can also use tools that allow you to create layouts with ease, eliminating the need for a professional just for that. RD Station has this functionality, and you can easily choose a layout for your email – or even select a text-only option.
When the layout is ready, review the set. Take a test shot and check that:
- The email subject is completely appearing in the inbox (it shouldn’t be longer than 50 characters);
- Images are with alt text and are not broken;
- Links to content are working;
- There are Portuguese errors. Fix everything and go to the next step.
4. Assembly and activation of the flow
This is perhaps the step that requires more attention, as an error in sending emails can affect the entire flow. Start by creating the target that matches the persona and trigger you selected in your plan. Then, create the flow, considering the interval between the emails that was determined in the planning and other configurations that your tool asks for. Finally, activate the nutrition flow.
The work doesn’t end there. Now it’s time to analyze the nutrition flow results.
Here are some important metrics:
- Open rate (number of people who opened the message divided by the number of people who received it): did it increase or decrease compared to the last campaign? What to do next?
- Click-through rate (number of clicks on any link in the newsletter divided by the number of people who received it): increased or decreased compared to the last campaign? What to do next?
- Conversion rate (made any conversions from the newsletter): How many people reached the goal defined in the planning?
Everything you need to know before hitting “send” in an Email Marketing campaign!
Want to learn even more about Lead Nutrition and Email Marketing Streams? So, we highly recommend reading the Email Marketing Guide eBook. This guide has been compiled and updated by Resultados Digitais for some time, being one of the most complete and modern on the internet!